Toy Retailers in Germany - Market Research Report (2014-2029)
Frankfurt, Germany
Last Updated: July 2024
WZ G47.65DERevenue
€XX.Xbn
Past 5-Year Growth
Profit
€XX.Xm
Employees
XX,XXX
Businesses
X,XXX
Wages
€XX.Xbn
Toy Retailers in Germany industry analysis
This sector is dedicated to the retail of toys, including board and card games, puzzles and dolls. Toy vehicles, construction kits, craft materials and outdoor toys are also part of the sector's product range. Over the past five years, the retail trade in toys has developed positively. Since 2019, sales have risen by an average of 7.1% per year. Increasing demand for board games, puzzles and construction kits, among other things, made an important contribution to sales growth. Strong competition from online retailers had a negative impact on sales, further intensifying price and predatory competition in the market.In the current year, the continued weak economic development in Germany is likely to have a negative impact on consumers' willingness to spend, although consumer spending on leisure, culture and entertainment is likely to increase. The industry's business prospects are likely to remain gloomy due to strong competition from online retail. Sales potential is likely to be created by an increase in the number of births. Nevertheless, IBISWorld expects industry turnover to fall by 1.9% to 2.2 billion euros in 2024.The next five years are also likely to be characterised by a negative trend. During this period, industry turnover is expected to fall by an average of 2.1% per year, totalling 1.9 billion euros in 2029. As a result, the number of companies, businesses and employees is also likely to continue to decline. As digitalisation progresses, enabling increased use of the internet, music and video streaming services and other digital offerings, more and more alternatives to analogue toys are becoming available for leisure activities. It can also be assumed that competition from online retailers will continue to increase. Both trends are having an unfavourable impact on the bricks-and-mortar toy retail sector and are resulting in industry players being steadily squeezed out of the market.
Trends and Insights
- With increasing digitalisation, multichannel concepts are becoming more and more important. Toy retailers are expanding their online presence and trying to improve the in-store shopping experience.
- Building sets such as Lego are the top-selling product group in the industry, followed by board games and puzzles. Complex, varied games for adults in particular are becoming increasingly popular.
- The highest proportion of toy retailers can be found in the centre region, as the population density is correspondingly high there. By far the most shops are located in North Rhine-Westphalia.
- Competition in the sector is very intense. Retailers are focussing on the broadest possible product range and low prices. This is where large chains have a significant competitive advantage over small retailers.
Industry Overview
Market size and recent performance (2014-2029)
Industry revenue has grown at a CAGR of XX.X% over the past five years, to reach an estimated €XX.Xbn in 2024.
Trends and Insights
With increasing digitalisation, multichannel concepts are becoming increasingly important for sales
- In view of the increasing level of digitalisation, toy retailers are expanding their online presence and thus increasingly pursuing a multichannel approach to selling their goods.
- Additional trends and insights available with purchase
Source: IBISWorld
Industry outlook (2024-2029)
Market size is projected to grow over the next five years.
Trends and Insights
Rising rental and marketing expenses are increasing the price pressure on companies
- Retailers' cost items are in a state of flux. Expenditure on certain fixed and variable cost items is increasing.
Biggest companies in the Toy Retailers in Germany
| Company | Market Share (%)
2024 | Revenue (€m)
2024 |
|---|---|---|
Smyths Toys Deutschland SE & Co. KG | 361.7 | |
Rofu Kinderland Spielwarenhandelsgesellschaft mbH | 121.1 | |
SPM Filialbetriebs GmbH | 47.3 |
To view the market share and analysis for all 6 top companies in this industry, view purchase options.
Products & Services Segmentation
Source: IBISWorld
Industry revenue is measured across several distinct product and services lines, including Kits, Board games and puzzles and Toddler and pre-school toys. Kits is the largest segment of the Toy Retailers in Germany.
Trends and Insights
Building kits are likely to become even more popular in the future due to their positive effect on children's creativity
- Building kits are construction sets in which specific models and objects can be assembled from a large number of smaller individual parts and building blocks. One of the best-known building set systems is that of the Danish manufacturer Lego.
- More insights available in the full report
Widen you competitive advantage with related industries
Competitors
- Computer & Gaming Product Retailers in Germany
- Telecommunications Equipment Retailers in Germany
- Audio & Video Equipment Retailers in Germany
- Music & Video Recording Retailers in Germany
Complementors
- Paper & Paperboard Manufacturing in Germany
- Primary Form Plastics Manufacturing in Germany
- Game & Toy Manufacturing in Germany
- Packaging Services in Germany
International industries
- Hobby & Toy Stores in the US
- Hobby & Toy Stores in Canada
- Toy and Game Retailing in Australia
- Toy Retailing in the UK
- Baby Stores in China
Table of Contents
About this industry
Industry definition
The sector is dedicated to the retail of toys, including toy vehicles and musical toys, as well as model building sets. The sale of toys via online retail or in department stores is not part of the industry. The sale of video game consoles and the retail of video games are also not part of the industry.
What's included in this industry?
KitsBoard games and puzzlesToddler and pre-school toysDolls and soft toysVehiclesOutdoor toysCompanies
Smyths Toys Deutschland SE & Co. KGRofu Kinderland Spielwarenhandelsgesellschaft mbHSPM Filialbetriebs GmbHPurchase this report to view all 6 major companies in this industry.
Related Terms
PEN & PAPER GAMESWARRANTYPOP-UP STORESHOP-IN-SHOP SYSTEMMULTICHANNELCLICK & COLLECTCLICK & MEETONLINE MARKETPLACEIndustry Code
WZ 47.65 - Toy Retailers in Germany
Performance
Get an indication of the industry's health through historical, current and forward-looking trends in the performance indicators that make or break businesses.
Analyst insights
With increasing digitalisation, multichannel concepts are becoming more and more important. Toy retailers are expanding their online presence and trying to improve the in-sto...
In this chapter (4)
- Current Performance
- Outlook
- Volatility
- Life Cycle
Key metrics
- Annual Revenue, Recent Growth, Forecast, Revenue Volatility
- Number of Employees, Recent Growth, Forecast, Employees per Business, Revenue per Employee
- Number of Businesses, Recent Growth, Forecast, Employees per Business, Revenue per Business
- Total Profit, Profit Margin, Profit per Business
Charts
- Revenue, including historical (2014-2023) and forecast (2024-2029)
- Employees, including historical (2014-2023) and forecast (2024-2029)
- Businesses, including historical (2014-2023) and forecast (2024-2029)
- Profit, including historical (2014-2024)
- Industry Volatility vs. Revenue Growth
- Industry Life Cycle
Detailed analysis
- Trends in supply, demand and current events that are driving current industry performance
- Expected trends, economic factors and ongoing events that drive the industry's outlook
- Key success factors for businesses to overcome volatility
- How contribution to GDP, industry saturation, innovation, consolidation, and technology and systems influence the industry's life cycle phase.
Products and Markets
Learn about an industry's products and services, markets and trends in international trade.
Analyst insight
Building sets such as Lego are the top-selling product group in the industry, followed by board games and puzzles. Complex, varied games for adults in particular are becoming...
In this chapter
- Products & Services
- Major Markets
Key metrics
- Largest market segment and value in 2024
- Product innovation level
Charts
- Products & services segmentation in 2024
- Major market segmentation in 2024
Detailed analysis
- Trends impacting the recent performance of the industry's various segments
- Innovations in the industry's product or service offering, specialization or delivery method
- Key factors that successful businesses consider in their offerings
- Buying segments and key trends influencing demand for industry products and services
Geographic Breakdown
Discover where business activity is most concentrated in an industry and the factors driving these trends to find opportunities and conduct regional benchmarking.
Analyst insights
The highest proportion of toy retailers can be found in the centre region, as the population density is correspondingly high there. By far the most shops are located in North...
In this chapter (1)
- Business Locations
Charts
- Share of revenue, establishment, wages and employment in each region
- Share of population compared to establishments in each region in 2024
Tables
- Number and share of establishments in each region in 2024
- Number and share of revenue each region accounts for in 2024
- Number and share of wages each region accounts for in 2024
- Number and share of employees in each region in 2024
Detailed analysis
- Geographic spread of the industry across Europe, and trends associated with changes in the business landscape
- Key success factors for businesses to use location to their advantage
Competitive Forces
Get data and insights on what's driving competition in an industry and the challenges industry operators and new entrants may face, with analysis built around Porter's Five Forces framework.
Analyst insights
Competition in the sector is very intense. Retailers are focussing on the broadest possible product range and low prices. This is where large chains have a significant compet...
In this chapter (4)
- Concentration
- Barriers to Entry
- Substitutes
- Buyer & Supplier Analysis
Key metrics
- Industry concentration level
- Industry competition level and trend
- Barriers to entry level and trend
- Substitutes level and trend
- Buyer power level and trend
- Supplier power level and trend
Charts
- Market share concentration among the top 4 suppliers from 2019-2024
- Supply chain including upstream supplying industries and downstream buying industries, flow chart
Detailed analysis
- Factors impacting the industry’s level of concentration, such as business distribution, new entrants, or merger and acquisition activity.
- Key success factors for businesses to manage the competitive environment of the industry.
- Challenges that potential industry entrants face such as legal, start-up costs, differentiation, labor/capital intensity and capital expenses.
- Key success factors for potential entrants to overcome barriers to entry.
- Competitive threats from potential substitutes for the industry’s own products and services.
- Key success factors for how successful businesses can compete with substitutes.
- Advantages that buyers have to keep favorable purchasing conditions.
- Advantages that suppliers have to maintain favorable selling conditions.
- Key success factors for how businesses can navigate buyer and supplier power.
Companies
Learn about the performance of the top companies in the industry.
Analyst insights
Smyths Toys Deutschland SE & Co KG has the highest market share in the toy retail sector. The retailer is trying to counter the increasing competition from online-only retail...
In this chapter
- Market Share Concentration
- Companies
- Company Spotlights
Charts
- Industry market share by company in 2020 through 2024
- Major companies in the industry, including market share, revenue, profit and profit margin in 2024
- Overview of Smyths Toys Deutschland SE & Co. KG's performance by revenue, market share and profit margin from 2018 through 2024
- Overview of Rofu Kinderland Spielwarenhandelsgesellschaft mbH's performance by revenue, market share and profit margin from 2018 through 2024
- Overview of SPM Filialbetriebs GmbH's performance by revenue, market share and profit margin from 2018 through 2024
- Overview of revenue, market share and profit margin trend for 3 additional companies
Detailed analysis
- Description and key data for Smyths Toys Deutschland SE & Co. KG, and factors influencing its performance in the industry
- Description and key data for Rofu Kinderland Spielwarenhandelsgesellschaft mbH, and factors influencing its performance in the industry
- Description and key data for SPM Filialbetriebs GmbH, and factors influencing its performance in the industry
- Description, key data and performance trends for 3 additional companies
External Environment
Understand the demographic, economic and regulatory factors that shape how businesses in an industry perform.
Analyst insights
The degree of digitalisation serves as an indicator of the intensity of competition from information technology and digital games. It has been increasing continuously for yea...
In this chapter
- External Drivers
- Regulation & Policy
- Assistance
Key metrics
- Regulation & policy level and trend
- Assistance level and trend
Charts
- Regulation & Policy historical data and forecast (2014-2029)
- Assistance historical data and forecast (2014-2029)
Detailed analysis
- Demographic and macroeconomic factors influencing the industry, including Regulation & Policy and Assistance
- Major types of regulations, regulatory bodies, industry standards or specific regulations impacting requirements for industry operators
- Key governmental and non-governmental groups or policies that may provide some relief for industry operators.
Financial Benchmarks
View average costs for industry operators and compare financial data against an industry's financial benchmarks over time.
Analyst insights
The toy retail sector only generates a small profit margin. The reasons for this are the increasing pressure from online retailers, ongoing price competition and high rents i...
In this chapter
- Cost Structure
- Financial Ratios
- Key Ratios
Key metrics
- Profit margin, and how it compares to the sector-wide margin
- Average wages, and how it compares to the sector-wide average wage
- Largest cost component as a percentage of revenue
- Industry average ratios for days' receivables, industry coverage and debt-to-net-worth ratio
Charts
- Average industry operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2024
- Average sector operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2024
- Investment vs. share of economy
Data tables
- Cash Flow & Debt Service Ratios (2014-2029)
- Revenue per Employee (2014-2029)
- Revenue per Enterprise (2014-2029)
- Employees per Establishment (2014-2029)
- Employees per Enterprise (2014-2029)
- Average Wage (2014-2029)
- Wages/Revenue (2014-2029)
- Establishments per Enterprise (2014-2029)
- IVA/Revenue (2014-2029)
- Imports/Demand (2014-2029)
- Exports/Revenue (2014-2029)
Detailed analysis
- Trends in the cost component for industry operators and their impact on industry costs and profitability
Key Statistics
Industry Data
Data Tables
Including values and annual change:
- Revenue (2014-2029)
- IVA (2014-2029)
- Establishments (2014-2029)
- Enterprises (2014-2029)
- Employment (2014-2029)
- Exports (2014-2029)
- Imports (2014-2029)
- Wages (2014-2029)
Methodology
How are IBISWorld reports created?
IBISWorld has been a leading provider of trusted industry research for over 50 years to the most successful companies worldwide. With offices in Australia, the United States, the United Kingdom, Germany and China, we are proud to have local teams of analysts that conduct research, data analysis and forecasting to produce data-driven industry reports.
Our analysts start with official, verified and publicly available sources of data to build the most accurate picture of each industry. Analysts then leverage their expertise and knowledge of the local markets to synthesize trends into digestible content for IBISWorld readers. Finally, each report is reviewed by one of IBISWorld’s editors, who provide quality assurance to ensure accuracy and readability.
IBISWorld relies on human-verified data and human-written analysis to compile each standard industry report. We do not use generative AI tools to write insights, although members can choose to leverage AI-based tools within the platform to generate additional analysis formats.
What data sources do IBISWorld analysts use?
Each industry report incorporates data and research from government databases, industry-specific sources, industry contacts, and our own proprietary database of statistics and analysis to provide balanced, independent and accurate insights.
Key data sources in Germany include:
- German Federal Statistics Office (Destatis)
- European Statistics Office (Eurostat)
- United Nations Comtrade
Analysts also use industry specific sources to complement catch-all sources, although their perspective may focus on a particular organization or representative body, rather than a clear overview of all industry operations. However, when balanced against other perspectives, industry-specific sources provide insights into industry trends.
These sources include:
- Industry and trade associations
- Industry federations or regulators
- Major industry players annual or quarterly filings
Finally, IBISWorld’s global data scientists maintain a proprietary database of macroeconomic and demand drivers, which our analysts use to help inform industry data and trends. They also maintain a database of statistics and analysis on thousands of industries, which has been built over our more than 50-year history and offers comprehensive insights into long-term trends.
How does IBISWorld forecast its data?
IBISWorld’s analysts and data scientists use the sources above to create forecasts for our proprietary datasets and industry statistics. Depending on the dataset, they may use regression analysis, multivariate analysis, time-series analysis or exponential smoothing techniques to project future data for the industry or driver. Additionally, analysts will leverage their local knowledge of industry operating and regulatory conditions to impart their best judgment on the forecast model.
IBISWorld prides itself on being a trusted, independent source of data, with over 50 years of experience building and maintaining rich datasets and forecasting tools. We are proud to be the keystone source of industry information for thousands of companies across the world.
Learn more about our methodology and data sourcing on the Help Center.
Frequently Asked Questions
Unlock comprehensive answers and precise data upon purchase. View purchase options.
What is the market size of the Toy Retailers industry in Germany in 2024?
The market size of the Toy Retailers industry in Germany is €XX.Xbn in 2024.
How many businesses are there in the Toy Retailers in Germany industry in 2024?
There are €XX.Xbn businesses in the Toy Retailers industry in Germany, which has declined at a CAGR of XX.X% between 2019 and 2024.
Has the Toy Retailers industry in Germany grown or declined over the past 5 years?
The market size of the Toy Retailers industry in Germany has been stable at a CAGR of XX.X% between 2019 and 2024.
What is the forecast growth of the Toy Retailers industry in Germany over the next 5 years?
Over the next five years, the Toy Retailers industry in Germany is expected to remain static.
What are the biggest companies in the Toy Retailers market in Germany?
The biggest companies operating in the Toy Retailers market in Germany are Smyths Toys Deutschland SE & Co. KG, Rofu Kinderland Spielwarenhandelsgesellschaft mbH and SPM Filialbetriebs GmbH
What does the Toy Retailers in Germany include?
Kits and Board games and puzzles are part of the Toy Retailers industry.
Which companies have the highest market share in the Toy Retailers in Germany?
The company holding the most market share in Germany is Smyths Toys Deutschland SE & Co. KG.
How competitive is the Toy Retailers industry in Germany?
The level of competition is high and increasing in the Toy Retailers industry in Germany.
